In just 20 years since Starbucks first entered China in 1999, Starbucks has 5,358 stores in the country. And China has become Starbucks' largest overseas market. As we all know, tea is a traditional drink in China. China has thousands of years of tea culture. Why did Starbucks make coffee popular in China? This is inseparable from its strong marketing ability.
With the development of China's economy, in recent years, more and more Chinese young people begin to accept and enjoy something new from overseas. Starbucks timely entered the Chinese market and successfully grasped the particularity of the Chinese market. This provides a favorable premise for Starbucks to expand in China. After entering the era of social media, Starbucks has developed corresponding strategies for the Chinese market.
Starbucks has created accounts on Wechat, China's largest social media app with more than one billion users, to hold personal conversations with consumers. Wechat serves as a direct messaging channel, providing consumers with services about products, promotions and store locations. Starbucks also has more than 1.7 million followers on Weibo, China's largest micro-blog platform. Starbucks keeps its followers engaged and up-to-date by alternating posts that actively engage customers with ones that inform them of new product launches.
Not only that, but as the most innovative mobile ecosystem in any market where it operates globally, supported by Weibo and Wechat, Starbucks is building deeper digital customer relationships in China and introducing new features such as personalization, mobile order, digital payment and delivery services. These innovative user experiences drive 60% of Starbucks' digital sales and 80% cashless payments.
In this digital age, combining content marketing with digital consumption will bring the greatest benefits to enterprises. If you're starting your own business, take a leaf out of Starbucks' book.
(Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University)